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Supercharge Your Event Data: 8 Ways to Drive Results

Kim Scott |

Give feedback, get slides and bonus content:

campaigns.cvent.com/Supercharge

After this webinar:

Sr. Regional Marketing Manager

Background in field apps support; sales, support & customer training; regional marketing

Passionate about turning scientific educational & sales seminars into innovative, inspiring experiences

In my spare time, I moonlight as a rescue scuba diver

About Kim

The Illumina Mission:

To improve human health by

unlocking the power of the genome.

Our Audience

• Academic

• Government

• Pharma/Biotech

• Diagnostics

• Physicians

• Consumers

• Seminars

• User Group Meetings

• Roadshows

• Workshops

• Company Events

Our Events

• Symposia & Summits

• KOL Forums

• Expert Panels

• Tradeshows

• Event Sponsorships

#1: Defining Event Success

Aim.

Ready.

Fire.

Our Event Success, Defined

• Propensity to Buy*

• # Campaign Responses

• # Attendees/Cost per Attendee

• # Net New Contacts

• Influenced/Sourced Opportunities

• Cost Reduction

• User Success

*with inspiration from the ROI Institute

Vital Signs

Before your start, need to understand what a healthy event program looks like

#2: Goal Setting Across Different Event Types

Right Metric for the Right Measurement

Right Event for the Goal

Define event types, target audience, format, primary/secondary goals, and content focus

#3: Data Collection

Wanted: Multiple Datasets

Spend Tracking - Tradeshow Example

Non-Rebate Spend

Purchase Orders:

• Exhibit Production, Shipping & Setup

• Networking Venue

Check Request• Speaker Honoraria and Expenses

Concur T&E

• Employee Flights

• Employee Hotels

• Employee Meals

• Sales Hosted Customer Receptions

Rebate Spend

Purchasing Cards:

• Exhibit Space

• Décor

• Promo Items

Virtual Meeting Cards:

• Regional Marketing Event

• AV

• Hotel

• Promo Items

Surveys

• Pre and Post

• The Art of Good Question Design

• Deployment & Delivery

Registration Data

• Database Enrichment is Event Success

• Customer Segmentation

First ________

Last_____

Company_____________

Vertical_______________

Buying Stage_____________

Budget__________________

Pain Points_______________

Next Steps ______________

CRM Integration

A must have if you ever want credit for revenue

#4: Sales Partnership

Lead Management• Stages & Definitions

• SLAs

• Reporting

Opportunity Consistency

Maybe like a factory assembly line cranking out perfect identical copies of some non-car thing, and then one of those things is completely eff’d.

#5: Cross-Functional Collaboration

• Sales Ops

• CRM

• Corporate Marketing

• Product Marketing

• Regional Marketing

Our events don’t work without:

• Finance

• Travel

• Security

• Facilities

• Legal

• …and exhaustive

communication!

#6: Getting Buy-in

Carrots• Polished End-to-

End Experience

• Process Improvements

• Avoid Sunshine Act Paperwork

• Spend time selling, not planning

• MLR Review

• Budget Controls

• Regulatory Changes –Sunshine Act

Sticks

#7: Reporting Results

EventPost-Mortem

• Attendance Numbers

• Behavioral Influence

• Data Enrichment

Savings

• $100/airline ticket

• 20% time/event

• $250k avoided outsourcing costs

Results

• 1400% increasein events hosted (with only 400%increase in staff)

• $267M Sourced/ Influenced Opps since 1Q2016

• $24M Sourced and Closed Won (12x ROMI)

#8: Trust the Process

Think Lifestyle Change, not Crash Diet

Create HealthyData Habits

It’s a Marathon, not a Sprint

Questions?

Kim Scott |

@MermaidKim

KScott@illumina.com

Give feedback, get slides:

campaigns.cvent.com/Supercharge

Thank You!

Kim Scott |

campaigns.cvent.com/Supercharge

http://www.meetingstoday.com/WebinarClubEventMarketing